Staying on top of a construction marketing plan
You wouldn’t start a building without prints, and you shouldn’t start promoting your business without a construction marketing plan. Like a construction project, a marketing program has many facets. This blog will give you a general understanding of different areas you need to understand, so you can work effectively with outside marketing professionals.
Construction marketing plan terms
The construction industry has terms it uses that the layman is unfamiliar with and marketing is the same. Obviously, I won’t give you a dictionary of marketing jargon in this article. Just be certain to ask what a term means when discussing the program with your marketing vendor. After all, to be clear about the strategy you’re spending your budget on, you need to be able to communicate well with outside vendors.
Construction marketing plan tactics
If marketing is new to you, be sure to fully understand branding strategies, lead generation channels, and sales support programs making up the construction marketing plan. If you are updating your brand, have the designer explain the techniques used, and more importantly why they are being employed. For lead generation, review the channel in the campaign. This will allow you to better evaluate the effectiveness of each. Review the sales support to ensure you will have all the tools you need during the sales cycle.
Construction marketing plan benchmarks
Despite what many marketers claim, it is often difficult to determine ROI. In multi-channel programs, it can be an accumulative effect that brings you an opportunity. It is more essential to set benchmarks and review them against baseline data. For example, if you had three new bid opportunities before beginning the program, set specific times to compare results from the construction marketing plan. If the benchmark number is better than prior numbers, the plan is working.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.